EasyJet is looking to boost its ancillary sales by offering dynamic travel insurance solutions that are tailormade to individual clients.
The insurance product range has been devised in partnership with Collinson Group, which specialises in shaping and influencing customer behaviour, and underwritten by Zurich Insurance.
The partnership sees Collinson supporting easyJet sales as well as customer servicing, claims and assistance in 13 European markets: UK, France, Germany, Italy, Spain, Switzerland, Poland, Hungary, Portugal, Greece, Denmark, Czech Republic and Netherlands.
Products and prices are tailored to a number of traveller profiles, using variables such as the traveller’s destination, time of year, group size and flight add-ons to highlight a product that is likely to resonate best with that customer.
Collinson Group says the opportunity for airlines to focus on optimising conversion rates within the flight booking journey is huge.
This, coupled with the introduction of the new Insurance Distribution Directive (IDD) in February 2018, means easyJet can offer travel insurance that is competitive, compliant and tailored to its customers’ needs.
Alongside familiar options such as cancellation, domestic and comprehensive insurance, customers will be presented with persona-based products if their booking matches the profile for winter sports, business travel, or sports such as cycling and golf.
Depending on the persona purchasing the flights, bespoke add-ons will also be offered such as enhanced gadget cover for families.
In addition to purchases with flight bookings, easyJet customers can buy travel insurance separately through an easyJet-branded website which was custom-built by Collinson and supports 13 languages.
In the months ahead, easyJet marketing activity will drive customers to the site at various points before travel to raise awareness of the best-matched insurance product.
